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Green Brand Equity in industrial B2B markets: A cross-sectional study of Sandvik Coromant’s customers
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The concept of Green Brand Equity is based on the assumption that customers will be more favorable towards a firm's brand when the firm provides products and services that satisfy the customers' environmental needs. While environmental and brand management have been researched thoroughly in business-to-consumer (B2C) markets, similar research inbusiness-to-business (B2B) contexts is still scarce. This study aims to contribute to environmental management and B2B brand research through an empirical study of customers' perceptions of Green Brand Equity in industrial B2B markets. A qualitative study was conducted analyzing customers who purchase products from a brand of a Swedish high-tech and global industrial engineering company. The findings suggest that although traditional aspects like price, quality and delivery performance are of high importance, customers in B2B markets also take environmental impact into consideration in their purchase decisions. The customers' consideration of environmental impact mainly stemmed from the customer firms' Green Policies, as well as the individual buyer's Green Concerns. The findings further showed that supplier firms can strengthen Green Brand Equity through sustainability initiatives. By supporting the applicability of Green Brand Equity in a B2B context, this study contributes to the theoretical discussion as well as to practitioners in the field.

Place, publisher, year, edition, pages
2019. , p. 45
Keywords [en]
Green Brand Equity, B2B brand management, environmental management, sustainability, B2B branding, purchase decision making processes, B2B purchasing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388952OAI: oai:DiVA.org:uu-388952DiVA, id: diva2:1336044
External cooperation
Sandvik Coromant
Subject / course
Business Studies
Educational program
Master Programme in Business and Management
Supervisors
Examiners
Available from: 2019-07-09 Created: 2019-07-08 Last updated: 2019-07-09Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
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